Shiny App Store Icon ?

Quick question. I know that you can remove the "shine" on app icons by using the prerendered flag in the xcode plist file.

My question is - how do you remove the shine on APP STORE icons (specifically the 512 x 512 icon) that is used for everything but the actual app icon on the device which appearance is controlled by the plist file?

Many apps don't have this shine when viewing apps in the app store and I don't know how people are achieving this. I tried reuploading my large icon through itunes connect but that doesn't seem to have done anything.